Notonthehighstreet repositions as lifestyle brand

Notonthehighstreet is launching its first brand campaign that aims to position it as a lifestyle retailer and broaden its appeal beyond gifting.


The marketing push starts on Monday (15 September) with a TV spot created by WCRS that uses a vignette format to show people being matched with their perfect products. It marks the first time Notonthehighstreet has run a campaign not linked to an event such as Mother’s Day or Easter.

Notonthehighstreet’s marketing director Ben Carter says the aim is to convince people to use the site more frequently to buy goods for themselves or their homes, not just as presents for other people. It also hopes to broaden its customer base, which at the moment is predominantly female.

Carter adds: “The aim is to start showing that we are about much more than gifting. We want people to use us for that but also to start thinking about other times to buy from us. People don’t realise the broad range we offer, this is our first move into broadening perceptions,” he says.

This campaign marks the first time Notonthehighstreet has run 60-second TV ads. It will launch the campaign with a “commercial roadblock”, which will see the ad appear on every commercial channel in the UK at 9.15pm with the aim of reaching more than 8 million viewers.

The retailer will also be using Sky’s AdSmart Technology for the first time to target specific demographic groups such as new home owners and families. The TV push will be supported by its first national cinema campaign, as well as print and digital activity.

The campaign will run until the end of October, when Carter says Notonthehighstreet will make a big Christmas push but with a TV ad that has the same look and feel as this campaign. It will return to promoting its lifestyle credentials in the second quarter.

Notonthehighstreet acts as an online marketplace for more than 5,000 independent small businesses. It positions itself as a destination for people seeking products that make “life less ordinary”.

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